Lifetime Television - The Saturday Night #social
Lifetime was ready to take ownership of Saturday nights with a new original movie every week. Featuring recognizable stars and stories, this generation of Lifetime originals was geared towards engaging a younger, more digitally savvy audience while breaking down brand preconceptions. The creative would need to give the night an identity and an attitude, while inviting viewers to do more than just watch.
We developed a look and title for the night that centered on the word "social." Hashtag-laden copy, multiple graphic screens and an ultra-contemporary pop track all work together to give Saturday nights the feel of a cross-platform get-together, where reactions to the movies' most tweet-worthy moments are seen and shared at the speed of social media.